He's only a customer and "king" once he's paying for something. Before that he's a prospect and takes second place to paying customers.
Anyway that's enough free business advice from me - I get paid to help people sort out these kind of issues normally.
Several years ago, my boss at the time gave me a small piece of advice that proved itself time and time again.
He said that once the business (it was a restaurant) is all set-up, by far the hardest, most difficult task was to get new people to come through the entrance door, and once inside to keep them inside.
In other words, to get prospective customers to come in and stay in.
I will pass his sound advice onto others that want to take it, since obviously Mr. Heston knows everything there is to know about running a business.